Overcoming the challenges of consumers multitasking usage of media; and being able to anticipate its impact and synergistic effects with standard metrics just got a lot easier with the beta release of BIGresearch's newest software designed to mine their Simultaneous Media Survey (SIMM) database. The software will provide easy access to BIGresearch's new media consumption clusters which allow marketers to understand the increasingly complex media consumption behavior of consumers.

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"Because SIMM is a robust single source sample of over 15,000 consumers conducted twice each year, marketers can view multimedia consumption across different media forms and are no longer bound by media measurement silos which have made cross media comparisons near impossible," said Gary Drenik, President of BIGresearch. "The new SIMM software will allow a marketer to target consumers by our new media consumption clusters. Increased ROI has been an unattainable goal for most marketers because consumers are more selective in the messages they choose to receive and few resources are available to provide a holistic view of media consumption," said Drenik.

The eight new media consumption clusters were discovered through analysis of SIMM done by Don Schultz and Martin Block at the Medill School of Northwestern in collaboration with BIGresearch. "The clusters are unique because they are consumer centric and do not rely on traditional demographics or geographics," said Joe Pilotta, Ph.D., V.P. of Research for BIGresearch. "Through Martin's analysis we are now able to cluster consumers by their consumption based upon 3 key media elements. 1. Experiential Time, the amount consumed by day parts. 2. Simultaneity, the overlapping media consumption or multitasking and 3. The influence of media, which media influences purchases by categories," said Pilotta.

"The Worldwide Federation of Advertisers (WFA) issued a blueprint outlining a vision for holistic measurement. SIMM meets almost all their criteria and the new software helps marketers easily tap the power of the database. BIGresearch will present our findings to attendees of the ESOMAR World Audience Conference June 5 in Shanghai," said Pilotta.

Marketers throughout the world are seeking more consumer-centric insights to help increase marketing ROI. BIGresearch has been conducting SIMM surveys for the past 3 1/2 years in order to provide a large sample single source measurement of over 31 media types to help marketers achieve their increased ROI goals.